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Summary
"Public Relations Worktext" is a writing and planning resource for public relations students and practitioners.
Table of Contents
| List of Exhibits | p. xi |
| Preface | p. xiii |
| An Introduction to the Basics | p. 1 |
| What is Public Relations Writing? | p. 3 |
| What is Public Relations? | p. 4 |
| Types of Public Relations Writing | p. 7 |
| Communication and the Public Relations Writer | p. 8 |
| Persuasion and the Public Relations Writer | p. 10 |
| Note | p. 11 |
| References and Suggested Reading | p. 11 |
| Basics of Public Relations Writing | p. 13 |
| Grammar | p. 13 |
| Spelling | p. 18 |
| Punctuation | p. 18 |
| Sentence Structure | p. 19 |
| Word Usage | p. 20 |
| Simplicity | p. 20 |
| Style | p. 21 |
| Diversity, Bias, and Cultural Sensitivity | p. 24 |
| Legal Issues | p. 25 |
| Puffing | p. 25 |
| Corporate vs. Commercial Speech | p. 26 |
| Copyrights | p. 26 |
| Trademarks | p. 28 |
| Privacy | p. 28 |
| Defamation | p. 28 |
| Ethical Issues | p. 29 |
| Rewriting and Proofreading | p. 35 |
| Assignments | p. 36 |
| References and Suggested Reading | p. 39 |
| The Public Relations Process | p. 40 |
| The Four Phases | p. 40 |
| Research | p. 40 |
| Planning | p. 41 |
| Target Publics | p. 41 |
| Goals and Objectives | p. 41 |
| Strategies and Tactics | p. 42 |
| Budget | p. 42 |
| Timetable | p. 43 |
| Execution | p. 43 |
| Evaluation | p. 43 |
| Assignments | p. 47 |
| References and Suggested Reading | p. 51 |
| Research | p. 53 |
| Research | p. 55 |
| Secondary Research | p. 55 |
| Primary Research | p. 58 |
| Interviews | p. 59 |
| Before the Interview | p. 59 |
| Conducting the Interview | p. 60 |
| After the Interview | p. 61 |
| E-mail Interviews | p. 61 |
| Advantages | p. 61 |
| Disadvantages | p. 61 |
| Focus Groups | p. 62 |
| Surveys | p. 63 |
| Content Analysis | p. 65 |
| Additional Primary Research | p. 66 |
| Assignments | p. 69 |
| References and Suggested Reading | p. 72 |
| Planning | p. 73 |
| Planning and Message Design | p. 75 |
| Developing the Message | p. 75 |
| The Planning Outline | p. 80 |
| Type of Project | p. 80 |
| Situation | p. 80 |
| Objectives | p. 80 |
| Target Public(s) | p. 80 |
| WIN Analysis of Key Public(s) | p. 81 |
| Specific Appeal(s) to be Used | p. 81 |
| Core Message | p. 81 |
| Communication Channel | p. 81 |
| Evaluation Methods | p. 82 |
| Assignments | p. 83 |
| Note | p. 87 |
| References and Suggested Reading | p. 87 |
| Execution | p. 89 |
| News Releases | p. 91 |
| Types of News Release | p. 91 |
| Components | p. 92 |
| Body of the Release | p. 93 |
| Leads | p. 94 |
| Localizing | p. 97 |
| Formats | p. 99 |
| Broadcast Print Releases | p. 99 |
| Radio News Releases | p. 105 |
| Video News Releases | p. 106 |
| Social Media Releases | p. 107 |
| Timing | p. 110 |
| Distribution | p. 111 |
| Assignments | p. 112 |
| References and Suggested Reading | p. 116 |
| Other Media Formats | p. 117 |
| Media Alerts | p. 117 |
| Media Pitches | p. 123 |
| Public Relations Photos | p. 125 |
| Assignments | p. 128 |
| References and Suggested Reading | p. 131 |
| Backgrounders and Features | p. 132 |
| Background Materials | p. 132 |
| Fact Sheets | p. 133 |
| Backgrounders | p. 136 |
| Biographical Sketches | p. 136 |
| Features | p. 139 |
| Types of Feature | p. 140 |
| Writing the Feature | p. 141 |
| By-lined Articles | p. 141 |
| Case Studies | p. 144 |
| Matte Releases | p. 144 |
| Assignments | p. 148 |
| References and Suggested Reading | p. 151 |
| Web Sites and Social Media | p. 152 |
| Web Sites | p. 152 |
| Writing for the Web | p. 153 |
| Conceiving and Designing the Web Site | p. 154 |
| Multimedia | p. 156 |
| Online Media Rooms | p. 157 |
| Blogs | p. 157 |
| Components | p. 159 |
| Ethical Considerations | p. 159 |
| Promoting Your Online Presence | p. 162 |
| Intranets | p. 162 |
| Wikis | p. 163 |
| Assignments | p. 163 |
| References and Suggested Reading | p. 167 |
| Business Correspondence | p. 168 |
| Memoranda | p. 168 |
| Letters | p. 170 |
| p. 175 | |
| Voice Mail | p. 177 |
| Assignments | p. 178 |
| References and Suggested Reading | p. 182 |
| Reports and Proposals | p. 183 |
| Reports | p. 183 |
| Research Reports | p. 183 |
| Annual Reports | p. 184 |
| Proposals | p. 185 |
| New Business Proposal | p. 188 |
| Request for Proposals | p. 188 |
| Grant Proposals | p. 189 |
| Assignments | p. 190 |
| References and Suggested Reading | p. 194 |
| Advocacy Writing | p. 195 |
| Letters to the Editor | p. 195 |
| Op-ed Articles | p. 196 |
| Position Statements | p. 198 |
| Talking Points and Speeches | p. 200 |
| Public Service Announcements | p. 202 |
| Public Relations Advertising | p. 203 |
| Assignments | p. 206 |
| References and Suggested Reading | p. 210 |
| Promotional Publications | p. 211 |
| Newsletters | p. 211 |
| Newsletter Goals, Publics, and Strategy | p. 211 |
| Developing the Newsletter and its Content | p. 213 |
| Writing Newsletter Articles | p. 215 |
| Other Newsletter Considerations | p. 216 |
| Magazines | p. 219 |
| E-zines | p. 219 |
| Brochures | p. 221 |
| Brochure Format, Content, and Writing | p. 221 |
| Fliers and Posters | p. 226 |
| Assignments | p. 227 |
| References and Suggested Reading | p. 231 |
| Evaluation | p. 233 |
| Evaluation | p. 235 |
| The Components of Public Relations Measurement | p. 235 |
| Awareness | p. 236 |
| Media Coverage | p. 236 |
| Internet Statistics | p. 237 |
| Readership Surveys | p. 238 |
| Acceptance | p. 238 |
| Action | p. 239 |
| References and Suggested Reading | p. 239 |
| Planning Outline | p. 241 |
| Checklists | p. 242 |
| Special Events | p. 276 |
| Index | p. 287 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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